How does product listing on Amazon work compared to Google Shopping?

Differences between product listings on Amazon FBM and Google Shopping

How is the product listing on Amazon FBM and Google Shopping fundamentally different?

The product listing at Amazon FBM (Fulfillment by Merchant) is heavily platform-driven. As a retailer, you post your offers directly into Amazon's system, where titles, bullet points and keywords play a central role. Amazon ranks products based on sales performance, reviews, price, and relevance. With Google Shopping On the other hand, you create a product feed that is maintained in your Google Merchant Center. This requires SEO-technical expertise, because Google automatically analyses the feed — enriched with structured data from your website. While Amazon FBM is more transaction-oriented, Google Shopping aims for visibility in the search engine.

👉 You can find more details about the data structure in our blog:
Amazon price comparison with Google Shopping

What role does SEO play at Amazon FBM compared to Google Shopping?

With Amazon FBM The SEO is done within the platform itself — this means: keyword research for titles, bullet points and backend keywords, without influence on external search engines. The optimization is based on Amazon's A9 algorithm. Google Shopping On the other hand, it is directly linked to organic Google search. Your product data should be structured and search-engine-friendly, including titles, descriptions, rich snippets, and canonicals. The SEO measures here therefore have an effect not only on the shopping tab, but also on the classic Google search.

How does feed management work on Google Shopping compared to product listing on Amazon FBM?

For Google Shopping, you need a standardized product data feed, which is regularly maintained — e.g. via plugin, API or dataFEED tool. Clean attribute values such as GTIN, MPN, price and availability count here. Amazon FBM works differently: Here you create each product directly in Seller Central, with Amazon sometimes adding or overwriting data itself. Amazon uses standardized ASINs internally, while Google Shopping gives you full control over feed content — but is also responsible.

What are the advantages of Amazon FBM over Google Shopping?

Amazon FBM offers immediate visibility within an audience ready to buy — i.e. users with a high intent to buy. Thanks to strong product search, reviews, and Prime trust, products on Amazon generally convert better. However, you need a well-thought-out pricing strategy and reliable fulfillment. With Google Shopping, you reach a wider target group across multiple touchpoints, but you also need to invest more in conversion optimization and retargeting. Both systems can be combined excellently.

👉 For dynamic repricing on Amazon FBM, we recommend:
Metaprice — Amazon Intelligent Repricer

How can you compare the performance between Amazon FBM and Google Shopping?

While Amazon FBM provides clear metrics such as conversion rate, buy box share and ranking, Google Shopping focuses more on impressions, clicks, and CTR. Amazon users are lower down the funnel, which can result in higher conversion rates. Google Shopping, on the other hand, generates more traffic during the awareness phase. For a real performance evaluation, a cross-channel evaluation with tools such as Google Analytics, Amazon Reports or specialized price and performance trackers such as www.metaprice.io.

How can Amazon FBM retailers successfully position themselves on Google Shopping?

As an Amazon FBM retailer, you can use your existing infrastructure to build additional visibility via Google Shopping. It's important to update your data feeds regularly and make sure they're in line with your website. Use structured data, a high-performance shop system and dynamic pricing. Tools like Metaprice help you stay competitive — even outside of Amazon.

What should be considered when considering the pricing strategy in both channels?

Amazon FBM requires a dynamic pricing strategy because you are in direct competition for the Buy Box. Google Shopping works with static pricing information, but these should be updated frequently to remain competitive. An intelligent repricing tool such as Metaprice can be used sensibly in both cases — both for Buy-Box optimization and for competitive analysis on Google Shopping.

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